CIA Medianetwork is to part company with around 30 small clients as
it moves to reshape its business base around a more value-added
The clients account for about pounds 6 million in billings, but CIA has
decided to streamline its client base in a bid to ensure a high-quality
service for its remaining portfolio of business, including accounts such
as Daewoo, Shell, Microsoft and Lloyds TSB.
Mike Elms, the chief executive of CIA Medianetwork, said it wasn’t a
question of trimming back clients whose billings were below a certain
level, but of concentrating on the right sort of business. He declined
to say which clients he would be resigning.
’CIA Medianetwork is a company that believes media can genuinely make a
difference to a client’s business. We’re looking to add value to all
aspects of our product and service and this rationalisation of our
client base will enable us to concentrate more time and resource on
The decision is the first significant sign of a change of gear at CIA
under its new management line-up. Elms took control of the Medianetwork
brand after the departure of the managing director, Mike Tunnicliffe, at
the end of September. He is now working closely with the company’s vice-
chairman, Marco Rimini, and the deputy managing director, Alan Brydon,
to drive the value-added proposition.